The purpose of this note is to help students prepare for a series of exercises in making economic calculations marketing. These calculations are not a replacement for spreadsheets or more economic calculations such as net present value or return on investment. They are “back of the envelope” estimates that can be easily transmitted to others to support arguments about what a company should or should not do in a decision situation.

The purpose of this note is to help students prepare for a series of exercises in making economic calculations marketing. These calculations are not a replacement for spreadsheets or more economic calculations such as net present value or return on investment. They are “back of the envelope” estimates that can be easily transmitted to others to support arguments about what a company should or should not do in a decision situation.
This is a Darden case study.
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from
Paul W. Farris,
Marian Moore,
Ron Mentus,
Ronald Wilcox T,
Richard Johnson
Source: University of Virginia Darden School Foundation
10 pages.
Release date: 07 August, 2001. Prod #: UV0404-PDF-ENG
Marketing Economics HBR case solution

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